newsspotlight
Inactivity in children linked to technology usage
In a worrying report recently released by not-for-profit trade body ukactive, children’s activity and fitness has been found to be linked to increased use of technology. How will this affect retailers? And can they turn youth inclination towards technology to their advantage?
L
ord Sebastian Coe, chairman of the London Olympic Games commission, stated that today’s
children are the “least active generation in history” and could be the first generation in existence to have a shorter life expectancy than that of their parents. According to ukactive’s recent poll, almost nine in ten British mums and dads (87%) feel that increased use of tablets and smartphones by children has contributed to a decline in the amount of exercise they do. Limited affordable opportunities for children to be active in their local area make encouraging children to become physically active more difficult for today’s parents than for previous generations. Children are participating less and less physical activity; ukactive reports that government data shows just 9% of toddlers and half of seven year olds are meeting the Chief Medical Office (CMO)'s activity guidelines, and 10% of children are obese when they start primary school. The vast majority of toddlers (84%) do not even manage one hour on the move. Only 1% of schools formally measure children’s physical literacy or motor proficiency. Physical inactivity already costs the UK £20bn per year. This cost can only increase given inactive children are 42% more likely to become sedentary adults, as well as become more likely to experience mental and social health issues during childhood.
“Any strategy to promote activity in schools
inspired solely by obesity sells itself fatally short and misses the point,” maintained ukactive. “We have to be as interested in the health of our hearts as the size of our waists. Irrespective of weight, we’ve all got to find our way to move.” Adults who regularly participate in sports have usually had a good introduction to sport and physical activity in their childhood. According to Sports Marketing Surveys, the majority of sports participants are introduced to the activity at school or college, via P.E. lessons and clubs. The benefits of a fit and active childhood cannot be underestimated, with many behaviours established during childhood likely to continue into adulthood. These years are crucial in forming ideas and attitudes towards physical activity, and where the psychosocial benefits of activity are forged for life. If schools continue to fail children in regards to their physical activity, their fitness and their introduction to sport, it could have long term consequences for sports retailers. Adults who have not had a good introduction to traditional sports at school often go on to have an active lifestyle, but their physical activity is more likely to be based around individual and non-skilled activities – for example, running or gym workouts. This will have a detrimental effect on demand for sporting goods.
Food for thought It may sound like a gimmick in a science fiction film, but virtual reality sport is already here and could have great potential for reigniting the interest of British children and teens in sport and physical activity. With popularity of Wii Sport and Wii Fit demonstrating the possibilities of technology for promoting in-home exercise, companies such as Sony and STriVR Labs are already showcasing immersive virtual reality technology that will allow users to experience sport from anywhere in the world. SGB predicts that in the next few years, gamification will play an important role in the future of youth sport.
30 |
SGB-SPORTS.COM
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36